Create a “Bold and Authentically Russian” Christmas card for Stolichnaya Russian vodka that reflects the brand’s Russian roots and its colourful heritage.Background: After years of hibernation, Stolichnaya awakened in 2007 to a global relaunch. Every expression of the revitalised brand, whether TV, online or press, we needed to fulfil our brand promise of “Boldly and Authentically Russian”. Every stakeholder around the world worked towards this same goal and when Christmas came around, we needed a Christmas card that unveiled our Russian icon.

Stolichnaya needed something that celebrated Christmas but also unveiled its rich heritage.By taking the typical envelope format of a Christmas card and something traditionally Russian, we created the first Matryoshka – a Russian doll Christmas card! As each envelope is opened, the recipient unveils a proud event in Stolichnaya’s colourful history, from the world’s first Pink Martini, made with Stolichnaya to Yuri Gagarin singing about his favourite spirit in space. And, at the end of this mini historical journey we reveal the ultimate Russian icon wishing you a Merry Christmas and a Happy New Year - Stolichnaya.

In a sector that’s exhausted nearly every creative idea, we came up with something fun and original, but, more importantly, “Bold and Authentically Russian”.Orders are already in for translated versions across territories in 2008!